John Jones Surgical Society
Setting up Your Social Media Dashboard
(& Action Plan)5/4/12
Bradley W. JoblingSocial Media Manager
www.linkedin.com/in/bradleyjobling@bradjobling
Social Media Dashboard
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What’s your strategy?
It’s Not Data Overload
What Definition Surgical Associates, Inc.
Mission Why does the organization exist
Provide complete medical-surgical care in one convenient location.
Objective Specific revenue or program intent
To provide a platform for news about the practice which can lead to better customer service and ultimately more referrals.
Secondary Metrics Numbers
Web Site Views, Traffic Referrals, Top Content, Shares, Mentions Subscribers, # of Downloaded Forms, # of Downloaded Brochures,
KPI (Key Performance Indicators)
Most important metrics to understand how well you are achieving objective
# of New Patients Referred by Internet, Increased Customer Satisfaction Rating
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FacebookPerson (Demographics)• Likes/Unlikes• Friends of Fans• Reach (V,O,P)
– Impressions• Engagement
– Talks– Consumption
• Negative Feedback
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Story • Impressions (V,O,P)• Talks
Not a Story• Consumption
VOP = Viral, Organic & Paid
Basic• Following• Followers• Retweets• Mentions
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Klout (0-100)• True Reach• Amplification• Network
Klout (Attributes)• Topics• Influencers• Klout Style• Achievements
Other Analytics
• Web Site: Google Analytics• Email: Response Rates• Video: YouTube Analytics
– Viewing: Demographics, Playback Locations, Audience Retention
– Engagement: Subscribers, Like & Dislikes, Favorites, Comments, Sharing
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SurgeryAssoc.org Site Traffic
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5/1-5/31 6/1 - 6/30
7/1-7/31 8/1-8/31 9/1 - 9/30
10/1 - 10/31
11/1 - 11/30
12/1 - 12/30
1/1 - 1/31
2/1- 2/29 3/1-3/30
Visits
SurgeryAssoc Digital Subscribers
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12/1/11 1/1/12 2/1/12 3/1/12 4/1/12
Facebook & TwitterEmail
SurgeryAssoc Facebook Post Impressions
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3/17 -4/16
4/17 -5/16
5/17 - 6/14
6/15 - 7/17
7/18 - 8/17
8/18 - 9/17
9/18-10/18
10/19-11/18
11/19-12/19
12/20-1/19
1/20 - 2/18
2/19-3/20
Monthly News Feed Impres-sions
SurgeryAssoc Patient/Physician Referrals
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4/17 - 5/16
5/17 - 6/16
6/17 - 7/17
7/18 - 8/17
8/18 - 9/17
9/18-10/18
10/19-11/18
11/19-12/19
12/20-1/19
1/20 - 2/18
2/19-3/20
Action Plan1. Perform Competitive
Analysis & Listen2. Define Objectives,
KPIs3. Socialize Web Site
– Blog– Analytics– Sharing Options
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4. Create a Marketing Calendar
5. Start on First Platform– Email– Facebook– YouTube– Twitter
6. Measure
Questions?
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